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Advertising and Promotion, 5th Ed.
An Integrated Marketing Communications Perspective
Publisher: McGraw-Hill, 2001
ISBN: 0-07-118026-5
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Table of Contents:
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Reviews:
Advertising and Promotion
Rating: ******** (Very good)
Finally, a good book about advertising (or should I say Integrated Marketing Communications, as they include Promotion as well). This book makes Ries & Ries (The Fall of Advertising & the Rise of PR) seem superficial, especially as they talk about Absolut as one advertising based success (of course, promotion played a role as a supplement). It is a bit big and extremely verbose, but if you are interested in the subject and have the patience to read it in a structured fashion, it will be worth it.
I recommend it.